Trying to separate yourself from the competition using food alone is not enough.

With quick-serve and fast-casual concepts coming into the market, producing excellent quality food, shorter wait times, and at less of a ticket price, your full-service restaurant needs to market something more than just great food.

In the book Traction, Gino Wickman explains how you need to establish three uniques as part of your marketing plan.

Showcasing these items makes it clear to new guests what they can expect from your restaurant experience and keeps your messaging clear.

Your Three Uniques: These are what make you different, what make you stand out and what you’re competing with. If you line yourself up against 10 of your competitors, you might all share one of the uniques. Some of you many even share two, but no one else should have the three you do.

Once you have a clear understanding of what makes your restaurant unique, focus on marketing only those items.

Gino Wickman, Traction: Get a Grip on Your Business